SAP CMO Predicts the Future of Marketing

Key Takeaways

It is possible that in the future, consumer data will have a price on it.

Consumers will begin to control their own data and maintain the information accessed by marketers in return for better products and services.

Summary

Marketers will be competing for more and more accurate consumer data in the next decade, and those who don’t figure out how to create the clearest picture of a brand’s target audience will be left behind.

Jonathan Becher, CMO of Walldorf, Germany-based enterprise software company SAP AG, which creates products for CRM, business intelligence and content management, spoke with Marketing News Exclusives about what the field and practice of marketing will look like in 2024, when Big Data will play an even bigger role in the art of reaching the consumer at the right time and the right place.​​​​​​

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